V8 V-Fusion

Client Book

TEAM B
Chelsea Collinge

Natasha Perkins

Spencer Carlton

Nicole Smith

Reagan Van Gelder

TABLE OF CONTENTS

3 Creative Brief
13 Focus Group
29 Media Plan
34 Creative Strategy
36 Creative Executions

CREATIVE BRIEF

EXECUTIVE SUMMARY
The main reasons buyers consume 100% juice drinks is affordability and taste.
The largest competitors in the 100% juice category are Coca-Cola Co, PepsiCo Inc., and Campbell Soup Co., respectively.
Coca-Cola Co. is the leading company seller of 100% juice, with 22.1% of total market share.
PepsiCo Inc. is currently the household penetration leader with 15% share of the market.
Campbell Soup Co. sales reached $605 million with a 7.3% market share in a 52 week period ending in August 2013
Juice sales are currently in a decline with an estimated 4% decrease in sales for 2013 totaling $15.5 billion.
There is a category price range of 8 to 16 cents per ounce between leading brands of 100% juice and juice drinks.
Juice consumers have expanded their expectations to now include new flavor combinations, natural ingredients and healthier
options.
34% of respondents who do not drink or have reduced their consumption of products in the category say its because juice and
juice drinks contain too much sugar.
32% of consumers look for products that do not contain HFCS (high fructose corn syrup)
Gluten free options have increased their sales 205.6% since 2009
The most obvious factor influencing choice for consumers between different juice brands is taste.
There has been a 62.1% increase in new variety and range extension of existing products from 2009-2013, indicating more
flavors options and varieties have recently become available for consumers.
Orange flavored juice drinks have the largest market share.
The top six flavors in the marketplace as of 2013 by market share are: orange, apple, coconut, grape, mango, and fruit punch.
V8 V-Fusion was the least liked in a recent taste test.
V8 V-Fusion won in color in a recent taste test.
Three positioning statement alternatives include:
V8 V-Fusion puts a new twist on 75-years of V8 tradition.
V8 V-Fusion is an easy way to consume essential nutrients every day.
V8 V-Fusion provides a fruity new way in getting your daily dose of vegetables.

V8 V-Fusion Creative Brief

JUICE & JUICE DRINK CATEGORY

Product Definition

According to Food and Drug Administration, a beverage that contains less than 100% fruit and/or vegetable juice but more than 0%
juice is considered a juice drink. Beverages in the range of less than 100% juice but more than 0% juice must have a qualifying term
to advise the consumer that the beverage is less than 100% juice. Qualifying terms may include cocktail, drink, and beverage. A
beverage can only be considered juice if it is made with 100% fruit and/or vegetables. In this case, the packaging and name of the
product does not have to include a qualifying term.

Size
According to Mintel total US retail sales of juice and juice drinks have declined by 4% from 2008-13 (12% when adjusted for inflation)
to reach $15.5 billion. The juice drinks segment has outpaced the growth of the larger 100% juice segment, largely due to the
expansion of reduced-calorie and reduced-sugar offerings, in addition to lower price points available among products. Mintel forecasts
the losses to stop in the near future, as the market expands healthful, calorie and sugar conscious options. Future growth will depend
on the categorys ability to present its products as convenient and affordable alternatives to competing beverage options. 100% juice
makes up 63.6% share of the market, with juice drinks making up 36.5% share of the market.
Total US retail sales and forecast of juice and juice drinks, at current prices, 2014-17

Year

$ Million

% Change

2014

15,652

1.1

2015

15,807

1.0

2016

15,920

0.7

2017

15,964

0.3

Based on the chart above, the juice/juice drink category is very slow growing and will amount to $15,964 million by 2017.

Competitive Framework
The largest competitors in the 100% juice category are Coca-Cola Co., PepsiCo Inc., and Campbell Soup Co., respectively. Coca-Cola
Co. is the leading company seller of 100% juice, with 22.1% of total market share. Each of these competitors manufactures and
markets various juices under different brand names:
Coca-Cola manufactures owns many of the most popular 100% juice brands consisting of Simply, Minute Maid, and Odwalla, with a
totaled $1.326 billion MULO sales in a 52 week period ending August 2013.
PepsiCo owns more 100% juice brands than Coca-Cola. Some of these brands include Tropicana, Dole, O.N.E, Naked, Izze, but their
MULO sales only reached $605.0 million in a 52 week period ending August 2013.
Campbell Soup Co. markets V8, V8 V-Fusion, Bolthouse Farms, and Campbells 100% juices. Campbell Soup Co. MULO sales reached
$465.7 million in a 52-week period ending August 2013.

Demographics & Psychographics

The demographic profile of the 100% juice drink consumer is very broad:
Age: 18-44 years old
Gender: Males and females
Race: No distinction
Income: $100K and under
V8 V-Fusion Creative Brief

JUICE & JUICE DRINK CATEGORY

Cindy is a mother of two children; her eight-year-old son Erik and her twelve-year-old daughter Silvia. She is very involved in her
childrens lives, often going to soccer games and is an active member of the PTA. Cindy is very aware of the food products she is
giving her children, knowing that these are the years that create future eating habits. It is important for Erik and Silvia to get their daily
servings of fruit and vegetables; Cindy would like to find a product that fills both of these areas. Aside from focusing on the nutritional
value in the drinks she gives to her children, Cindy wants to make sure her children enjoy the taste of the product as well. While cost
can be a deterrent due to her tight budget, all natural ingredients are more important to her.

New Trends
Mintel has identified major trends present today based on the always evolving cultural landscape of our society. These trends are
influencing consumers purchasing decision for the juice market.
Factory fear is the consumers fear of consuming unhealthy additives or food allergens as a result of the increase of food and product
recalls. Due to so many recalls on products that consumers were once confident in purchasing, consumers have become more wary
and attentive to what they are purchasing than ever before. As a result, the juice market has been scrutinized by health professionals
for its high sugar content, stunting the market growth. Mintel data shows that 34% of respondents who do not drink or have reduced
their consumption of products in the category say its because juice and juice drinks contain too much sugar. 32% of consumers look
for products that dont contain HFCS (high fructose corn syrup). Nearly one quarter of consumers say artificially sweetened juice are
harmful for health.
This emerging trend gives insight on how the market should appeal to their consumers, in order to keep them purchasing in the juice
market. One strategy for the juice industry is to promote the responsible consumption of their product to avoid consumers fleeing the
market for other drink options. Another strategy is for product packaging to highlight nutritional content, grab the consumers attention
to high health profile products, and specify proper serving sizes for moderate consumption.
Nouveau Poor is a consumer trend that shows how the last recession has had long-lasting effects, completely altering the consumers
tastes, shopping habits, and expectations to fit the reality of the declining spending power. Almost all, besides the very wealthiest
consumers, have been influenced by the effects of this last recession. Because of this, affordability is the leading driver to purchase
for consumers. Mintel data shows that 38% of category participants say they look for the product with the lowest price. One third of
category shoppers purchase products for which they have a coupon. 32% of those who do not purchase or have limited purchase say
its because the products are too expensive.
This emerging trend gives insight on how the market should appeal to their consumers in order to keep as well as potentially increase
sales. One strategy is to provide quality products that appear worth the cash investment. Another strategy is to introduce products with
intriguing flavor profiles to encourage consumer trial.
There are a large number of options and varieties available in the juice market for consumers to choose from. Mintel data shows a
62.1% increase in new variety and range extension of existing products from 2009-2013, indicating more flavors options and varieties
have recently become available for consumers. Examples of these include low calorie and reduced sugar options such as Tree Top
Reduced Sugar Apple Juice, Welchs Diet Black Cherry Flavored Low Calorie Juice Drink, and Minute Maid Light Mango Passion Fruit
Drink. During this time there was also a 51.2% increase in the number of chilled juice products, which may be an attempt to increase
the perception of freshness to consumers.
Despite the consumers desire for all natural products, there has been a 16% decrease in such products from 2009-2013. The
following are the product types that have experienced the greatest market share increase: Ethical product packaging, such as
Tropicana Pure Premium Pure 100% Florida Orange Juice, has increased the most at 359.2%, Gluten free options, such as Langers
Pineapple Orange Guava Juice Cocktail, have increase 205.6%, and low/no/reduced allergen products, such as Treetop Fresh
Pressed Apple juice, have increased 202.6%.
Although orange flavored juice drinks lead the market share, coconut flavored drinks have had the highest increase of 325% from
2009-2013. The top six flavors in the marketplace as of 2013 by market share are orange, apple, coconut, grape, mango, fruit punch.
Although juice consumption has slightly decreased over the past few years, consumers drink orange juices the most, followed by apple
juice then grape juice.
V8 V-Fusion Section Title

JUICE & JUICE DRINK CATEGORY

Retail Availability
Consumers can find 100% juice at any local supermarkets, drugstores, convenience stores, and in bulk supplies at membership
warehouses and mass merchandisers.

V8 V-Fusion Creative Brief

PRIMARY EVOKED SET MEMBERS

Our evoked set members are Smart Juice: Antioxidant Force and Ocean Spray 100% Juice. These juices are also part of the stable shelf
category and come in similar flavors as V8 V-Fusion. They offer 100% juice, have around the same fluid ounces per container, and are
similarly priced.

Smart Juice Antioxidant Force

Product Description
Smart Juices 100% juice line consists of a variety of flavors, ranging from Apricot Peach, to the trendy Antioxidant Force. All Smart
Juice flavors come in a standard 1 Liter (33.8 fl. oz) glass bottle. Smart Juice Antioxidant Force is comprised of blend of 100% fruit and
vegetable juices. We believe Antioxidant Force is Smart Juices best seller because of the growing popularity of the super foods that
are included in every bottle. Every bottle of Antioxidant Force includes juices from premium, organically grown pomegranates, cherries,
black mulberries, red grapes,purple carrots, cranberries and blueberries, along with vegetable such as carrots. This product can be
found outside of organic stores.
Nutritional Overview
Many nutritional benefits can be found in Smart Juices Antioxidant Force 100% juice. Every serving (8 fl oz./240ml) is 120 calories of
100% real juice and provides the consumer with:
420mg of potassium (12% DV)
1g dietary fiber (4% DV)
2g of protein
Vitamin A (60% DV)
Vitamin C (30% DV)
Calcium (6% DV)
Iron (0% DV)
**% Daily Values (DV) are based on a 2,000 calorie diet
Pricing
Smart Juice 100% juice is 5.8 cents per ounce at $5.79 for a 33.8 fluid ounce bottle at Safeway.
Market Share
Smart Juice has a 7% share of the organic juice market.
Brand Positioning
Smart Juice is 100% juice with no additives, preservatives or artificial anything. Each flavor has been carefully selected to offer you and
your family the best that nature has to offer in both wellness and taste.
Advertising/Consumer Messaging
Smart Juice is an option for any consumer that wishes to drink organic beverages rich in fruit and vegetable juice Smart Juice
advertising focuses on the only sugars are naturally occurring the fruit itself. To assure your juice is care fully controlled from the tree to
the bottle, all their products are certified Kosher USDA organic.

V8 V-Fusion Creative Brief

PRIMARY EVOKED SET MEMBERS

Ocean Spray 100% Juice
Product Description
Ocean Spray 100% Juice is a refreshing drink that has no added sugar, a daily dose of Vitamin C, and two full servings of fruit. With
over eleven different flavors to chose from, such as mango pineapple, can berry pomegranate, white grape, and many more. It pairs
healthy benefits with great taste.
Nutritional Overview
The nutritional value of Ocean Spray 100% Juice is based on a serving size of 8 fluid ounces. Every serving is 110 calories with no
calories from fat. This product provides the consumer with:
190mg of potassium (5% DV)
Vitamin C (100% DV)
**% Daily Values (DV) are based on a 2,000 calorie diet
Pricing
Ocean Spray 100% Juice is 6.2 cents per ounce at $3.69 for a 60 fluid ounce bottle at Safeway.
Market Share
Ocean Spray has 2.4% share of the 100% juice market.
Brand Positioning
Ocean Spray now offers 100% juice that will taste as good as it makes you feel with 2 servings of fruit and all the health benefits of
cranberries with no added sugar.
Advertising/Consumer Messaging
Ocean Spray 100% Juice advertising focuses on the traditional feel of the company; with two men standing in a bog, commercials
make you feel like you can see people making the juice. With nothing to hide, it conveys to consumers that their product is made with
care and love. The commercials imply that Ocean Spray takes the product straight from the bog and puts it into bottles, keeping the
juice in its natural state without adding extra sugar or preservatives.

V8 V-Fusion Creative Brief

V8 V-FUSION
Product Description
V8 V-Fusion comes in nine core flavor options: Strawberry Banana, Peach Mango, Pomegranate Blueberry, Acai Mixed Berry, Cranberry
Blackberry, Tropical Orange, Concord Grape Raspberry, Black Cherry Apple, and Pineapple Strawberry. V8 V-Fusion Light comes
in six flavor options: Concord Grape Raspberry, Cranberry Blackberry, Acai Mixed Berry, Strawberry Banana, Peach Mango, and
Pomegranate Blueberry. All of these flavors are available in 46-ounce bottles. Certain flavors from these 2 lines are also available in
12-ounce bottles and 6-packs of 8-ounce cans.
The best selling flavors are Strawberry Banana, Pomegranate Blueberry, and Acai Mixed Berry based on their shelf space and
availability in various product sizes.
Nutritional Overview
Many nutritional benefits can be found in V8 V-Fusion Pomegranate Blueberry 100% juice. Every serving (8 fl oz./240ml) is 100
calories of 100% real juice and provides the consumer with:
290mg of potassium (5% DV)
Vitamin A (10% DV)
Vitamin C (100% DV)
Vitamin E (10% DV)
Calcium (2% DV)
**% Daily Values (DV) are based on a 2,000 calorie diet

Pricing
V8 V-Fusion is 9.33 cents per ounce at $4.29 for a 46 fluid ounce bottle at Safeway.
Market Share
Campbells Soup Co. makes up 7.0% of the market share, with V8 at 3.8% and V8 V-Fusion at 1.5%.
Brand Positioning
V8 focuses on providing the consumer with a quick and efficient way to consume the beneficial nutrients of many fruits and vegetables
necessary to maintain a healthy balanced diet.
Advertising/Consumer Messaging
V8 V-Fusion advertising focuses on the idea that consumers receive their daily of fruit and vegetables without worrying about the taste
of vegetable juice. When a husband claims to not like the taste of V8, the narrator suggests trying V-Fusion, stating it still has a full
serving of fruit and a full serving of vegetables. The advertisement claims that the benefit of drinking V-Fusion is that the consumer can
only taste the fruit. Other advertisements of mothers with their children carry the same concept; you dont need to trick your kids into
getting their full servings of fruit and vegetables because V8 V-Fusion is sweet and tastes only like fruit. The text on this advertisement
is Youve tried trickery. Youve tried bribery. But have you tried strawberry?. Alongside this advertisement, the brands 2013 Facebook
print ads feature children drinking the product in parks and at picnic tables, clearly enjoying themselves and the taste of the product.

V8 V-Fusion Creative Brief

10

TASTE TEST
The blind taste test was conducted on September 11, 2014 at 7pm. It took place at Hilltop Townhomes in Flagstaff, AZ in a team
members apartment kitchen. The duration of the taste test was approximately 20 minutes. There were 10 participants in the blind
taste test. The taste test consisted of 3 juices and was then evaluated by participants on a 4-point Likert scale. All of the juice types
used were that brands flavor that included pomegranate. All of the juice was refrigerated 24 hours prior to the taste test. All of the juice
was poured into the same clear plastic cups. All of the panelists were given a cup of water to have between tasting each of the juices.
Panelists were asked to rank each juice based on the Likert scale with 1 meaning they disliked it very much and 4 meaning they liked it
very much. The chart below displays the average Likert score for each of the juices and the categories participants rated them on.
The demographics of the participants were male and female college students. 80% of the participants were ages 18-21 and 20%
of the participants were ages 22-25. 70% of the participants had a yearly income under $5,000. There were a variety of brands and
flavors identified among what participants had last purchased. Of the 10 participants, 9 brands were identified as their last purchase.
Two participants identified Tropicana as their last brand of juice purchased. One of those brands identified was an extension of our
product, V8 Splash. There were no obvious trends for the brands or flavors of juice last purchased.
V8 V-Fusion was the least liked by participants overall compared to the evoked set in the blind taste test. The only category V8 V-Fusion
won was color, but it was not a substantial win. Ocean Spray took second place just 0.1 points behind V8 V-Fusion and Smart Juice
was just 0.3 points behind in this category. V8 V-Fusions worst rankings were in sweetness, aftertaste, and overall liking. The overall
winner of the blind taste test was Ocean Spray, but Smart Juice was not far behind and was second place. Smart Juice tied with Ocean
Spray in the taste category and won the aftertaste category. Ocean Spray had the biggest win in the overall liking category with a 0.4
point lead over Smart Juice.
This taste test allowed us to evaluate our brand and the evoked set for their strengths and weaknesses to give us insight and knowledge
into the juice category today as well as where V8 V-Fusion stands within it. We learned that we are the least liked brand among the
three tested.

Ocean Spray

Smart Juice

V8 V-Fusion

Color

2.9

2.7

3.0

Taste

2.6

2.6

2.0

Sweetness

3.1

2.8

1.6

Appearance

3.1

2.8

2.8

After Taste

2.4

2.5

1.4

Overall Liking

2.9

2.5

1.7

V8 V-Fusion Creative Brief

11

POSITIONING STATEMENT ALTERNATIVES

#1. V8 V-Fusion puts a new twist on 75-years of V8 tradition.
#2. V8 V-Fusion is an easy way to consume essential nutrients every day.
#3. V8 V-Fusion provides a fruity new way in getting your daily dose of vegetables.

V8 V-Fusion Creative Brief

12

FOCUS GROUP

OVERVIEW
The focus group was conducted on October 29, 2014 at 4p.m. It took place at Northern Arizona University in the Communication
Building in room 310. The focus group consisted of 6 female participants and 2 male participants. The focus group lasted
approximately 1 hour. Natasha Perkins and Chelsea Collinge were moderators for the group. Spencer Carlton, Reagan Van Gelder, and
Nicole Smith were in the back group taking notes of the session as well as recording the session.

V8 V-Fusion Focus Group

14

MODERATOR QUESTIONS
1. Why do you buy 100% juice?
2. What is your favorite flavor of 100% juice?
3. What is the last brand of 100% juice you purchased and why?
4. On what occasions do you like to drink 100% juice?
5. Do you like vegetable juice blends? Why or why not?
6. What comes to mind when you think about the V8 brand?
7. What do you like about the V8 V-Fusion brand?
8. What do you not like about the V8 V-Fusion brand?
9. If you could change one thing about the V8 V-Fusion brand, what would you change?

V8 V-Fusion Focus Group

15

MODERATOR QUESTION RESPONSES

1. Why do you buy 100% juice?
Participants commented on why they buy 100% juice: The reasons why they buy 100% juice were taste, health benefits, it is refreshing,
they are sick of water, and the texture.

2. What is your favorite flavor of 100% juice?

Participants favorite flavors of 100% juice were: cranberry, green machine, mixed berry, orange-mango, and pineapple.

3. What is the last brand of 100% juice you purchase and why?
The last brands of 100% juice participants purchased were: Naked, Pom, Simply, and V8 Splash. The reason why they purchased
these brands is because these brands are on the go, nutrient heavy, and they enjoyed using them as a smoothie base.

4. On what occasions do you like to drink 100% juice?

Participants commented on what occasions they like to drink 100% juice: The most common occasions were in the morning and
throughout the day. Participants commented that it was mainly a morning drink because it rounds out a meal, is easier on the go,
provides a refreshing boost, has a thick consistency, can be a breakfast substitute, it is a habit from childhood, and they equate fruit
with the morning. Participants then commented that throughout the day it can be a lunch meal replacement, a snack, and can be a
treat when other foods or drinks get bland.

5. Do you like vegetable juice blends? Why or why not?

Participants commented on why they do or do not like vegetable juice blends: Most participants agreed that they like vegetable
juice blends because it is a convenient way to consume both fruits and vegetables, and that it is a cheaper alternative to juicing.
In contrast, some participants commented that they do not like vegetable juice blends because they would prefer to taste the juices
separately, so they would buy just fruit or vegetable juices.

6. What come to mind when you think about the V8 brand?

Participants commented on what comes to mind when they think about the V8 brand: consistency, commercials, tomato Juice, and
variety of vegetables

7. What do you like about the V8 V-Fusion brand?

Participants commented on what they like about the V8 V-Fusion brand: Overall, the participants enjoyed many aspects of V8 V-Fusion
brand. After sampling the product, participants liked that they did not taste vegetables and the product had a good consistency and
sweetness. Participants favor the 12-ounce packaging because of the convenient to-go serving size that would allow them to consume
the product throughout the day.

8. What do you not like about the V8 V-Fusion brand?

Participants commented on what they didnt like about the V8 V-Fusion brand: Comments included the overpowering taste of tomatoes
and being intimidated by the presence of vegetables in their juice. One participant pointed out that the larger packaging pressured him
to consume the product in a short time frame, which he did not like.

9. If you could change one thing about the V8 V-Fusion brand, what would you change?
Participants commented on what they would change about the V8 V-Fusion brand: While participants enjoyed the to-go packaging,
they would change the obnoxious and busy label while continuing to conceal the products unappealing color. Other comments
included participants dislike for the brands commercials, stating that they were obnoxious. Even though the commercials are wellknown, they would still like to see a change in commercial advertising.
V8 V-Fusion Focus Group

16

QUESTIONNAIRE
Please answer the following questions on a scale from 1-4: 1=completely agree, 2=agree,
3=somewhat disagree, 4=completely disagree or 5= I dont know
1.
I prefer 100% juice over juice drinks.

1
2
3
4
5
2.
When purchasing 100% juice, I prefer brands labeled as organic.

1
2
3
4
5
3.
I drink 100% juice to help me get my daily vitamins.

1
2
3
4
5
4.
In terms of taste, I think Ocean Spray 100% Juice is best.

1
2
3
4
5
5.
In terms of taste, I think Smart Juice is best.

1
2
3
4
5
6.
In terms of taste, I think V8 V-Fusion is best.

1
2
3
4
5
7.
I prefer buying 100% juice from the refrigerated section of the grocery store instead of the
shelf stable section.

1
2
3
4
5
Rank order 1-6, 1=influences me most and 6=influences me least when considering the purchase of 100% juice.
The most important factors for me when buying any brand of 100% juice are
___ Brand Reputation
___ Color
___ Consistency
___ Nutritional Value
___ Price
___ Taste
Rank order 1-4, 1=influences me most and 4=influences me least when considering the purchase of 100% juice.
The most important factors when choosing a brand of juice (e.g. Tropicana) are
___ Brand Reputation
___ Eco-friendly Packaging
___ Organic Ingredients
___ Prior Experience with the Brand

V8 V-Fusion Focus Group

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QUESTIONNAIRE
What did you pay last for a bottle of 100% juice? $_____________
Bottle
size:_______________oz
How many servings of 100% juice (1 serving=an 8-ounce glass) have you consumed in the last
week? ________________________
Demographics
Age: 18-21___

22-25___

Sex: Male___

Female__

26-29___

30+___

Annual Individual Income: under $5,000___

$5,001-10,000___

$10,001 15,000___
$15,001+___
Highest Level of Education:
High School___
Some College___

Undergraduate Degree___ Graduate Degree___
Ethnicity:

White___ Hispanic/Latino___
African American___
Native American___
Asian/Pacific Islander___ Other___

Psychographics
What do you do to maintain a healthy lifestyle?
______________________________________________________________________________
What is your go-to snack?
______________________________________________________________________________
What is your favorite outdoor activity?
______________________________________________________________________________

V8 V-Fusion Focus Group

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QUESTIONNAIRE RESPONSES
Please answer the following questions on a scale from 1-4: 1=completely agree, 2=agree,
3=somewhat disagree, 4=completely disagree or 5= I dont know
1.
I prefer 100% juice over juice drinks.

1
2
3
4
5

(2.5)
With a mean score of 2.5 participants were neutral and do not prefer 100% juice or juice drinks over the
other.
2.
When purchasing 100% juice, I prefer brands labeled as organic.

1
2
3
4
5

(2.7)
With a mean score of 2.7 participants somewhat disagree that they prefer buying brands of 100% juice
that are labeled organic.
3.
I drink 100% juice to help me get my daily vitamins.

1
2
3
4
5

(3.1)
With a mean score of 3.1 participants somewhat disagree that 100% juice helps them get their daily
vitamins.
4.
In terms of taste, I think Ocean Spray 100% Juice is best.

1
2
3
4
5

(3.0)
With a mean score of 3.0 participants somewhat disagree that in terms of taste Ocean Spray 100% Juice
is the best.
5.
In terms of taste, I think Smart Juice is best.

1
2
3
4
5

(2.2)
With a mean score of 2.2 participants agreed that in terms of taste Smart Juice is the best.
6.
In terms of taste, I think V8 V-Fusion is best.

1
2
3
4
5

(1.9)
With a mean score of 1.9 participants agreed that in terms of taste V8 V-Fusion is best.
7.
I prefer buying 100% juice from the refrigerated section of the grocery store instead of the shelf
stable section.

1
2
3
4
5

(2.6)
With a mean score of 2.6 participants were neutral and did not favor buying 100% juice from either the
refrigerated section or shelf stable section of the grocery store.

V8 V-Fusion Focus Group

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QUESTIONNAIRE RESPONSES
Rank order 1-6, 1=influences me most and 6=influences me least when considering the purchase of 100% juice.
The most important factors for me when buying any brand of 100% juice are
___ Brand Reputation
With a mean score of 4.4 participants found brand reputation not very influential when considering the
purchase of 100% juice.
___ Color
With a mean score of 5.7 participants found the color the least influential when considering the purchase of 100% juice.
___ Consistency
With a mean score of 3.7 participants found the consistency not very influential when considering the
purchase of 100% juice.
___ Nutritional Value
With a mean score of 2.4 participants found the nutritional value very influential when considering the
purchase of 100% juice.
___ Price
With a mean score of 3.1 participants found the price somewhat influential when considering the purchase of 100% juice.
___ Taste
With a mean score of 1.6 participants found taste very influential when considering the purchase of
100% juice.

Rank order 1-4, 1=influences me most and 4=influences me least when considering the purchase of 100% juice.
The most important factors when choosing a brand of juice (e.g. Tropicana) are
___ Brand Reputation
With a mean score of 3.0 participants found brand reputation not influential when considering the purchase of 100% juice.
___ Eco-friendly Packaging
With a mean score of 3.6 participants found eco-friendly packaging least influential when considering
the purchase of 100% juice.
___ Organic Ingredients
With a mean score of 1.8 participants found organic ingredients very influential when considering the
purchase of 100% juice.
V8 V-Fusion Section Title

20

QUESTIONNAIRE RESPONSES
___ Prior Experience with the Brand
With a mean score of 1.6 participants found prior brand experience very influential when considering the
purchase of 100% juice.
What did you pay last for a bottle of 100% juice? $5.16 Bottle size: 30.7 oz
How many servings of 100% juice (1 serving=an 8-ounce glass) have you consumed in the last week?
___3.8___

Demographics
Age: 18-21___

(87.5%)

22-25___
(12.5%)

Sex:

Female__
(75%)

Male___
(25%)

26-29___

30+___

Annual Individual Income: under $5,000___ (57.1%) $5,001-10,000___ (28.6%)

$10,001 15,000___
$15,001+___ (14.3%)
Highest Level of Education: High School___
Some College___ (100%)

Undergraduate Degree___ Graduate Degree___
Ethnicity:

White___ (75%)
Native American___

Hispanic/Latino___ (25%) African American___

Asian/Pacific Islander___ Other___

Psychographics
What do you do to maintain a healthy lifestyle?
Participants stated in order to maintain a healthy lifestyle they eat healthy and stay active by working out
or doing activities outside.
What is your go-to snack?
No themes emerged from participants responses on their go-to snack. Responses ranged from grapes
or nuts to Cheez-its and red vines.
What is your favorite outdoor activity?
No themes emerged from participants responses on their favorite outdoor activity. Responses ranged
from walking to hiking and snowboarding.

V8 V-Fusion Focus Group

21

POSITIONING STATEMENT #1

V8 V-Fusion puts a
new twist on 75-years
of V8 tradition.

V8 V-Fusion Focus Group

22

POSITIONING STATEMENT #1

V8 V-Fusion puts a new twist on 75-years of V8 tradition.

Focus Group Strengths

This statement makes V8 V-Fusion seem experienced
Loyal customers would be attracted to this statement
Focus Group Weaknesses
The participants thought that this product was too knew to use the word tradition
This statement makes V8 V-Fusion seem as an extension to the V8 brand instead of something new
This statement was not exciting
The statement was too emotionally charged
Consensus
On a scale of 1-4, 1 being most liked and 4 least liked, all of the participants rated this statement a 2.4

V8 V-Fusion Focus Group

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POSITIONING STATEMENT #2

V8 V-Fusion provides
a fruity new way of
getting your daily
dose of vegetables.

V8 V-Fusion Focus Group

24

POSITIONING STATEMENT #2

V8 V-Fusion provides a fruity new way of getting your daily dose of vegetables.

Focus Group Strengths

The word fruity is appealing to the audience
The statement highlights flavor and taste
The statement adds more detail
Focus Group Weaknesses
The participants thought the statement was too wordy
The statement misses out on the health aspect
The word vegetable was a turn off

Consensus
On a scale of 1-4, 1 being most liked and 4 least liked, all of the participants rated this statement a 1.6

V8 V-Fusion Focus Group

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POSITIONING STATEMENT #3

V8 V-Fusion is an
easy way to consume
essential nutrients
every day.

V8 V-Fusion Focus Group

26

POSITIONING STATEMENT #3

V8 V-Fusion is an easy way to consume essential nutrients every day.

Focus Group Strengths

Participants thought this statement was very informational
Participants liked the word easy, insinuating that it is easy to get your fruits and vegetables
Participants like that the statement was direct
Participants like the health aspect of the statement

Focus Group Weaknesses

The statement did not separate itself from the competition
Participants thought the statement needed to be more descriptive

Consensus
On a scale of 1-4, 1 being most liked and 4 least liked, all of the participants rated this statement a 1.3

V8 V-Fusion Focus Group

27

IMPLICATIONS
Positioning Statement #1
V8 V-Fusion puts a new twist on 75-years of V8 tradition.
This statement was thought to be the least favorite among the group. They felt that the statement was not branching off from the
original V8 brand. The participants thought that V8 V-Fusion was too new to be considered a tradition or be compared to the original
V8 vegetable juice. They felt it did not represent the V8 V-Fusion juice to its full potential.

Positioning Statement #2
V8 V-Fusion provides a fruit new way of getting your daily dose of vegetables.
The participants thought this statement could be effective with a little bit of reworking. The participants liked how it highlighted the
flavor and the taste but missed out on the health aspect from positioning statement #2. The participants thought it had the most detail
but can come across too wordy. The participants did not like how this statement used the word vegetable because it could be seen as
turn off to most people.

Positioning Statement #3
V8 V-Fusion is an easy way to consume essential nutrients every day.
The statement was thought to be the most effective among all three statements presented to the group. The group liked how the
statement used the word easy making it seem easy to consume your vegetables and fruits. They like the health aspect that came along
with how the statement was written. The participants liked how this statement was more direct and less emotionally charged than
positioning statement #1.

Winning Positioning Statement

V8 V-Fusion is an easy way to consume essential nutrients every day.
The focus group indicated that positioning statement #3 was the winning statement. We took the key words they liked from both
statements: fruity, easy, essential, and daily dose and voted on them individually. The participants favored easy and essential from
the second positioning statement. The participants liked how positioning statement #3 incorporated the word fruity but did not like
the word vegetable.

V8 V-Fusion Focus Group

28

MEDIA PLAN

OVERVIEW
Advertising Problem
The advertising problem is to create a fully integrated media plan for the V8 V-Fusion brand that will raise brand awareness of the
product.

Target Audience
Demographics
Single or married people 18-44 years old. Males and females with no race distinction that purchases juice/juice drinks. Their income
is $100,000 and under.
Psychographics
Cindy is a mother of two children; her eight year old son Erik and her twelve year old daughter Silvia. She is very involved in her
childrens lives, often going to soccer games and is an active member of the PTA. Cindy is very aware of the food products she is
giving her children, knowing that these are the years that create future eating habits. It is important for Erik and Silvia to get their daily
servings of fruit and vegetables, Cindy would like to find a product that fills both of these areas. Aside from focusing on the nutritional
value in the drinks she gives to her children, Cindy wants to make sure her children enjoy the taste of the product as well. While cost
can be a deterrent due to her tight budget, all natural ingredients are more important to her.

V8 V-Fusion Media Plan

30

NARRATIVE
With a budget of $800,000, we were tasked with creating a media plan to increase brand awareness for V8 V-Fusion among its target
audience. The media plan will run January through December of 2015 using traditional and nontraditional media.
We will be spending $560,000 of our budget in television, which amounts to 160 spots. The 30 second spots purchased will be aired
during prime time television. These advertisements will run over eight months: January, February, March, April, May, June, July, and
August. In both January and February we will purchase 30 spots because more people are inside due to colder weather. March and
April will both have 25 spots because certain areas will get warmer and more people will be outside. As weather heats up, we will
purchase 20 spots in May. June, July, and August will each have 10 spots because of active lifestyles bringing more people outside
instead of watching television.
We will be spending $240,000 of our budget in social media outlets. We plan to create V8 V-Fusion specific accounts for Facebook,
Twitter, and Instagram to increase brand awareness through nontraditional media during 2015. On Facebook, we plan on posting daily
content which will include status updates, pictures, event promotions, and contests. On Twitter our plan is to engage with followers
through photos, re-tweets, favorites, and mentions. We will also be utilizing hashtags in relation to promotional events such as #V8VF,
#VFusion, #V8VFusion, #V8VF(insert city) and #V8VFRoadtrip.
On Instagram our plan is to engage with followers through posting photos of the promotional events from city to city, as well photo
clues to where we are going next. We plan on utilizing the same hashtags as Twitter in order to pick photo contest winners per city.
The promotional events in support of the social media outlets will be held biweekly from March through June of 2015. During these
events we will tour the west coast, visiting two cities per month in our traveling juice truck. Starting off in Phoenix, AZ, we will be visiting
the following cities during our tour: Huntington Beach, CA; Sacramento, CA; Portland, OR; Seattle, WA; Salt Lake City, UT; Denver, CO;
and ending our tour back in Phoenix, AZ. We chose these cities because they are ranked amongst the top healthiest cities in the nation,
as well as for their demographic growth of young professionals. The types of events that will be attended are marathons and farmers
markets. At these events, a truck will be set up where coupons, giveaways, and samples of V8 V-Fusion will be passed out. People
working the event will be photographing and uploading on social media outlets with the hashtags #V8VF, #VFusion, #V8VFusion,
#V8VF(insert city), and #V8VFRoadtrip. A photo contest will be conducted amongst those who have engaged with us through our
hashtags. Giveaway items will include various types and amounts of product.

V8 V-Fusion Media Plan

31

OBJECTIVES & STRATEGIES

1. Utilize a minimum of an 8-month advertising plan in 2015 nationally
Use traditional media
Use non-traditional media
Advertise January through December 2015

2. Spend a maximum of $800,000 on an advertising plan in 2015

Spend $560,000 in television
Spend $240,000 in social media outlets and promotional events

3. Utilize a minimum of 7 promotional events in support of social media campaigns

Distribute product at various events across the west coast
Give out V8 V-Fusion coupons to encourage shoppers to purchase

4. Utilize a maximum of 70% of the budget on television media in the Phoenix metro market
Buy 30 second ads during prime time television
Run spots between January and August of 2015

5. Utilize a minimum of 30% of the budget in social media outlets

Utilize Facebook to promote V8 V-Fusion with photos, contests, daily posts,
and digital advertisements
Utilize Twitter to promote V8 V-Fusion with hashtags, favorites, re tweets,
mentions, and daily update
Utilize Instagram to promote V8 V-Fusion through hashtags, contests, and
promotional event coverage

V8 V-Fusion Media Plan

32

FLOW CHART
Jan.

Feb. March April

May

June

July

Aug. Sept.

Oct.

Nov.

Dec.

Non-Traditional
Facebook
Daily Awareness
Event Promotion

Twitter
Daily Awareness
Event Promotion

Instagram
Daily Awareness
Event Promotion

Promotional
Event
At Event

Traditional
TV Ads
Prime Time

V8 V-Fusion Media Plan

33

CREATIVE STRATEGY

CREATIVE STRATEGY
Client
V8 V-Fusion

Communication Objective
To communicate to 70% of the target audience that V8 V-Fusion is an easy way to consume essential nutrients every day.

Target Audience
Demographics:
The demographics of the target audience for V8 V-Fusion has no race distinction and is ages 18 to 44 years old. These males and
females make $100,000 a year or less.
Psychographics:
The psychographics of the target audience for V8 V-Fusion are individuals who live a healthy lifestyle and are family oriented. The
target audience are very involved in their childrens extracurriculars and are very conscious of the products they consume. The target
audience has a very energetic personality.

Key Benefit
V8 V-Fusion is a quick way to consume fruits and vegetables.

Reasons Why
V8 V-Fusion focuses on providing the consumer with a quick and efficient way to consume the beneficial nutrients of many fruits and
vegetables necessary to maintain a healthy balanced diet. It has a blend of a daily serving of fruits and a daily serving of vegetables in
every bottle.

Tone Statement
Energetic
Fun

V8 V-Fusion Creative Strategy

35

CREATIVE EXECUTIONS

NEW MEDIA OPTION #1

V8 V-Fusion Creative Executions

37

NEW MEDIA OPTION #2

V8 V-Fusion Creative Executions

38

NEW MEDIA OPTION #3

Recommended

V8 V-Fusion Creative Executions

39

TELEVISION COMMERCIAL SCRIPT

TV Script

Title: Nutrition Made Easy

Team B

Format: Fun & Energetic

Advertiser: V8 V-Fusion
VIDEO

Running Time: 30 seconds

AUDIO

OPEN TO A SPLIT SCREEN OF A KITCHEN, BLACK AND WHITE

ON THE LEFT, COLOR ON THE RIGHT. WOMAN ONE ENTERS THE
KITCHEN.

Birds chirping while upbeat music plays softly in the

background.

WOMAN ONE BEGINS PREPPING FRUITS AND VEGETABLES TO

JUICE AND THEN STARTS PLACING THEM INTO THE JUICER.

Fruits, vegetables, and cups hit the counter. Soft, up-beat music
still playing in the background.

WHEN WOMAN ONE STARTS THE JUICER, LIQUID SPLATTERS

EVERYWHERE AND CREATES A HUGE MESS IN THE BLACK AND
WHITE PORTION OF THE FRAME.

Juicer makes loud buzzes and grinds. Sound of anxious music

as liquid hits the cupboards. Soft, up-beat music still playing
in the background. Female narrator says, Are you tired of the
inevitable hassle and mess that happens when juicing? There
has to be an easier way to get the same nutritional benefits

WOMAN ONE WATCHES AS WOMAN TWO COMES INTO THE

COLOR FRAME, POURS A GLASS OF V8 V-FUSION AND TAKES A
DRINK.

Refrigerator opens and closes. Bottle and cup hit the counter.
Woman 2: Ahhhh. Soft, upbeat music still playing in the
background.

WOMAN TWO LEAVES THE BOTTLE ON THE TABLE AND EXITS THE
FRAME.

Bottle is placed back on the counter. Soft, upbeat music still

playing in the background.

WOMAN ONE CROSSES INTO THE COLOR FRAME AND PICKS UP

THE BOTTLE OF V8 V-FUSION.

Music changes to a louder, fast-paced song as Woman 1

crosses into the color frame. Female narrator says, Ready for a
more convenient alternative to juicing?

CAMERA ANGLES SHOWS CLOSE UP OF NUTRITION LABEL ON

V8 V-FUSION BOTTLE TO SEE THE SAME NUTRIENTS WOMAN
ONE WAS TRYING TO GAIN THROUGH JUICING.

Music continues in the background. Female narrator says,

Every glass of V8 V-Fusion has essential nutrients and a daily
serving of fruits and vegetables.

WOMAN ONE PUSHES THE BLACK AND WHITE FRAME AWAY,

FILLING THE FRAME WITH THE FULL COLORED, CLEAN KITCHEN.

Music continues in the background. Female narrator says,

Embrace the clean, colorful lifestyle of V8 V-Fusion.

WOMAN ONE DRINKS THE JUICE AND SMILES. WHILE SETTING

THE DRINK BACK DOWN, THE CAMERA ZOOMS IN ON THE V8
V-FUSION BOTTLE WITH THE WORDS, NUTRITION MADE EASY.

Bottle placed back on the counter. Music decreases in volume

as narrator reads, V8 V-Fusion; nutrition made easy.

V8 V-Fusion Creative Executions

40

TELEVISION COMMERCIAL STORYBOARDS

Frame #1
Birds chirping while upbeat music plays
softly in the background.

Frame #2
Fruits, vegetables, and cups hit the counter.
Soft, up-beat music still playing in the
background.

Frame #3
Juicer makes loud buzzes and grinds.
Sound of anxious music as liquid hits the
cupboards. Soft, up-beat music still playing
in the background. Female narrator says,
Are you tired of the inevitable hassle and
mess that happens when juicing? There
has to be an easier way to get the same
nutritional benefits

V8 V-Fusion Creative Executions

41

TELEVISION COMMERCIAL STORYBOARDS

Frame #4
Refrigerator opens and closes. Bottle and
cup hit the counter. Woman 2: Ahhhh.
Soft, upbeat music still playing in the
background.

Frame #5
Bottle is placed back on the counter.
Soft, upbeat music still playing in the
background.

Frame #6
Music changes to a louder, fast-paced song
as Woman 1 crosses into the color frame.
Female narrator says, Ready for a more
convenient alternative to juicing?

V8 V-Fusion Creative Executions

42

TELEVISION COMMERCIAL STORYBOARDS

Frame #7
Music continues in the background. Female
narrator says, Every glass of V8 V-Fusion
has essential nutrients and a daily serving
of fruits and vegetables.
8 fl. oz.
4

10
0
0
0
70 mg
20 mg
0
22 mg
0

50
0

100
0

Frame #8
Music continues in the background. Female
narrator says, Embrace the clean, colorful
lifestyle of V8 V-Fusion.

Frame #9
Bottle placed back on the counter. Music
decreases in volume as narrator reads, V8
V-Fusion; nutrition made easy.

Nutrition Made Easy

V8 V-Fusion Creative Executions

43

PROMOTIONAL EVENT

Event Banners

V8 V-Fusion Section Title

44

PROMOTIONAL EVENT

Juice Truck

V8 V-Fusion Creative Executions

45